Alexey Brodovitch. Kerry William Purcell.
Brodovitch brought European modernism to the US magazine and proselytised more advanced theories on interplays of type and image. He catalysed great changes in US photography, affecting the work of Irving Penn and Richard Avedon. His New School classes had a huge effect on the fashion art directors of the '50s,who seeded the Creative Revolution. He taught Krone, 'the man who taught me about "new."''
Phaidon, London, 2002. See also: Brodovitch. Andy Grundberg, Abrams, NY. 1989. Out of print.
Helmut Krone. The book.

Changes in 20th century print: typo-photo; the Creative Revolution.
Influence on US ads of Euro-modernist, socialist designers.
Growth of New York as advertising centre.
Influence of rag-trade and formation of DDB.

Major 20th century ad theorists.
Paul Rand's contribution and influence.
Influence of Alexey Brodovich on Creative Revolution art directors.

Bernbach's theories; how Krone fulfilled and influenced them.
The Creative Revolution and its consequence.
Ad art direction vs. graphic design; Form vs. Concept.

Krone's life and work - how it changed advertising.
The first 100 Volkswagen ads.
The entire Avis campaign - its origins and importance.
Krone's reactions to work of George Lois and Howard Gossage.
Wit and involvement. On planning as a creative function.
On creativity as practised in ad agencies.
The process of advertising from a creative perspective.